Premiums are a secret weapon to supercharging your response. 

Whether marketing to business to business or consumers, this critical but often-overlooked tactic will increase your response. 

When choosing your premium, keep in mind that test after test has shown that the very best premiums are usually those that are editorial, or informational, in nature.  

There are good exceptions. But editorial premiums are safe, easy to create and have perceived value. 

In B2B marking, the editorial premium, such as a special report, should have an exciting title – one that inspires your prospect to desperately want your product or service.  

In consumer marketing, use a similar strategy. Make sure your title is hot and sizzling and demands your prospect’s attention. 

I finished a campaign where we used a premium to help drive leads for the sales force of a software company. The premium title was irresistible. 

And, I created another campaign where I used multiple premiums to help boost the sale of my client’s product – a monthly subscription wine service called Wine of the Month Club.  

We offered a premium if they subscribed, but also included one in a direct mail package. It was a special checklist for wine lovers. We included this “freemium” to boost the open rate.  

Here are examples of premiums they would receive if they joined: 

  • A free bottle of wine, if they joined within 10 days of receiving the direct mail package 
  • A reduced price on the first two bottles of wine 
  • A free “Wine Explorer’s Kit,” which included: a cheese board, a 7-part wine education series; a monthly newsletter, a pocket-sized vintage chart to help decode wine menus; and a guide “ 

For an alternative health client, we created special reports based on the most common health problems.  

The report was “Natural Ways to Heal Your Mind and Reclaim Your Life.” 

If you do choose to use a product gift (such as the cheese board for Wine of the Month Club) as the premium, consider your audience and how relevant the gift is to the service or product for which you are trying to generate a lead. 

Avoid premiums that have no relevance to your product or service. It will distract the customer and may, in fact, attract responses from individuals just interested in the premium.  

Remember, a premium will: 

  • Help make your product offer more desirable 
  • Help in your product/service’s positioning 
  • Increase your perceived value and help justify a response 
  • And boost your total leads or sales 

If you need help in creating lead-generating premiums, contact Michael at (615) 933-4647 or email him at  [email protected].

Unlock Explosive Growth with CDMG, Inc.
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We’re not just another ad agency. We are a top advertising and marketing powerhouse that specializes in driving real, measurable results and profits. Our award-winning team, led by marketing veterans Craig and Caleb Huey, is dedicated to supercharging your advertising efforts and transforming your business. 

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  • Expertise Across the Board: From media buying to digital copywriting, testing, and direct-to-consumer strategies—we’ve got it all covered. 
  • Real Results: We’ve helped launch new products, reposition brands, and turn small businesses into multimillion-dollar success stories. 

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…and much more! 

Whether you’re looking to launch a new product, reposition your brand, or supercharge your e-commerce growth, CDMG is the partner you need to dominate your market. 

Are you ready to see how we can drive your growth?
Let’s talk. Call Michael Oppenheimer at 615-933-4647 or email [email protected] today. Don’t wait—start transforming your marketing results now with CDMG, Inc. 

Act now, grow faster, and achieve more with CDMG.